From blue liquid to powerful story telling: the evolution of Bodyform.

There's a huge difference between selling a product vs building a brand. When asked to elaborate on what we mean by this, we say that it comes down to feeling. A brand makes you FEEL something, it invokes an emotion, a connection with you and the item.

This is still fairly abstract, so to illustrate it here is a brilliant piece of work my Bodyform. For those unfamiliar with the brand, Bodyform sells sanitary products. They could have gone down the traditional route talked about the product features- used blue liquid to show the absorbency of the material, shown how their pads move with the wearer's body or how they can be worn for many hours. However, what Bodyform has done is to build an emotional conniption between the brand and the customer by telling the lives of the people who use their products- their womb stories. The positioning shines a light on the raw untold stories- miscarriage, endometriosis, infertility, abortion, menopause. The brand mirrors their customers and demonstrates that it understands who they are and where they are it. It is so powerful and unlike anything that has been done in the category before.

Make sure you check it out, regardless of whether you are a target customer or not, it will move you.

And yes, the campaign has had a huge budget behind it, but the essence of understanding the customer and reflecting their story through your brand lens is something that can be done by any brand no matter how small.

Build a brand don’t sell a product, and if you need a hand doing this, send us a message.